bringing polish & relevance to a dated brand

logo • STRATEGic insights • DESIGN • finalization • BRAND STANDARDS

Pinnacle is one of Beam Suntory’s largest brands, a vodka known for its 40+ playful flavors. It was seen as fun and tasty, but was failing to connect with its key demographic of "social suburbanites" through its cluttered and dated design. The redesign offers a playfully polished look, refreshing the brand's key elements in a modern way, and building new equities for a memorable, meaningful, and impactful brand.


Understanding the current brand



concept exploration & evaluation

final DESIGN


Extending to all 47 flavors


brand standards


Brand extensions and applications

Client: Beam Suntory  |  Agency: Webb deVlam  |  Illustrations: Bernd Wagenfeld